Morgan Stanley #EagleUp

THE PLAYERS 2017

On May 8 2017, Morgan Stanley announced the launch of The Eagles for Impact Challenge, which would see Morgan Stanley donate $5,000 for every eagle made during THE PLAYERS Championship, up to $250,000, as part of a grant to renovate, maintain and operate the Ronald McDonald Family Room at Wolfson Children’s Hospital in Jacksonville, FL.

Eagles made throughout the tournament were tallied in a real-time data-driven content stream created by Framestore Labs. The content was displayed alongside live broadcast of the tournament at both Morgan Stanley’s global headquarters at 1585 Broadway in New York City, and on a 25ft LED screen situated on the course at TPC Sawgrass, home of THE PLAYERS.

Framestore Labs’ team of developers and designers worked to build an application that would pull select information from the PGA Tour’s live data feed. The resulting visualisations show the tournament player rankings, new eagles scored, running eagle count and the subsequent donation tally, all in the clean, contemporary designs typical of the Morgan Stanley brand. Spectators are encouraged to follow the campaign’s progress online using #EagleUp.

Framestore Labs first collaborated with Morgan Stanley in 2015, in a major update of the financial provider’s iconic amber ‘ticker tape’ display at 1585 Broadway. Having developed and maintained the content system since, the Framestore Labs team was uniquely placed to add a sporting twist to proceedings for THE PLAYERS Championship; harnessing live data to inspire golf fans and Times Square pedestrians alike to support local communities and causes.

'We were able to demonstrate Framestore Labs' signature mix of technology and design, tapping into the wealth of data in the sporting world to create new fan experiences.'

Robin Carlisle - Global Head of Creative, Framestore Labs

THE PLAYERS 2018

#EagleUp returned for 2018, this time in support of Book Trust, a national charity that helps remove barriers to literacy by equipping children to choose, take home, and love their own books - encouraging them to become lifelong readers and learners. Eagles made during THE PLAYERS Championship were once again tracked, with Morgan Stanley donating $5,000 for every eagle made, up to $250,000, to Book Trust with the goal of providing students in 100 classrooms around the U.S. with access to 75,000 books. 

Framestore Labs once again worked to customise the content at 1585 Broadway for the activation, as well as on site at TPC Sawgrass. Golf fans in Times Square were able to watch the entire tournament via Morgan Stanley Headquarters building signage, with real-time updates on the number of eagles made, views of the 12th and 17th holes, and top player rankings, with further activity online around #EagleUp.